Rhys, who works at a non-profit, asked a great question:
“I’m wondering, if I know I can’t do everything that is important, what marketing options and best practices should I focus on, and which could be skimped?”
Online, content still rules. Don’t listen to anyone who tries to tell you otherwise.
If you have a limited budget, and limited time, set your priorities like this:
- Write great, great content.
- Join a few social networks, like Facebook, and build a group of friends. Then post to your personal page when you’ve added content.
- Use StumbleUpon! Install their toolbar. Take a few minutes each day to stumble other pages, and then make sure you stumble your own site/new stuff.
- Make sure any video content is pushed to YouTube.
- Find 4-5 related blogs. Read them regularly, comment when it’s relevant, and talk about them on your blog (if you have one). They’ll reciprocate.
- Make sure your site is basically search engine friendly. I don’t know enough about your organization to know whether you should actively optimize for specific terms, but at a minimum you want to make sure you’re not stopping the search engines from indexing your content.
You’re at a non-profit. I don’t recommend using pay per click unless you have a specific, measurable action, such as a donation or product purchase.
There are always more ideas, of course, but I’d stick with these priorities, in order, before you add anything else.
Hope this helps!